Wednesday, March 29, 2017
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Four Funnel Insights Management will Love

Funnel Metrics

I’ve seen this numerous times (and yes, I’ve done the same). There is a Marketing review and management wants to see some results matched up against that funnel process Marketing and Sales keeps touting. This is the “oh s*#^” moment.  The funnel slide in the executive deck looks tremendous but reporting on it is a whole other story. The problem for ... Read More »

5 Marketing Resolutions to Kickoff 2015


2014 came and went. Now it’s time to get going on 2015 and make a real difference in the New Year. If you are like most people including myself, you make a small list of things you want to do better. Be a better dad and husband, eat healthier, ski more, etc. How about the business side? Putting your business ... Read More »

10 Marketing Automation Top Tips – The Wrapup

Top Ten Target Shows Special Rated Companies

The presents are opened and now it’s time to go try out your favorites. From sales alignment to snippets to tokens, here are 10 marketing automation tips with a Marketo twist to get your marketing automation system humming. We have released ten marketing automation tips  to make you a little more productive. Like presents, some are small, some are big–but enjoy them ... Read More »

Marketo and Salesforce: To Sync or Not to Sync

Man learns rap dancing techniques

Like a bad dancer, it’s never good to be out of sync. Getting your systems in sync is no different–the process is a best practice that will help align Sales and Marketing, boost efficiencies, and offer better reporting. I recently came across a great discussion in the Marketo Users and Friends LinkedIn group on when is the best time to sync your marketing automation ... Read More »

Get Your Names Straight – Best Practice Naming Conventions for Marketing Automation

Child Baking

A poor marketing naming convention strategy is kind of like an 7-year old trying to make a cake–eventually things are going to get messy. This might be fun in the confines of your kitchen but messiness has no place in marketing automation. Naming inconsistencies reduce reporting effectiveness, cause marketing inefficiencies and reduce marketing automaton power. For example, did Joe name ... Read More »

Speaking at Marketo Summit – What’s Driving Your Leads?

Founder Jeff Coveney is co-presenting with Mark Farnell of NewVoiceMedia at the annual Marketo Summit on the importance of tracking and managing  marketing touches. Get best practices for managing your top marketing investment categories to track ROI and provide advanced intelligence to Sales. Stop by and say hello or to request your copy of  The 10 Steps for Tips for Lead Source Management ... Read More »

How do you track Contacts in your Lead Lifecycle model?

How to manage Salesforce Contacts within a Lead Lifecycle process is a never ending debate. In Salesforce, a Lead is someone who needs to be worked–a Contact is someone who is known and belongs to an Account. The issue is Salesforce treats these two differently which poses all kinds of tracking and lead flow process issues. So how do you ... Read More »

Marketing is No Hole in One

multi touch hand Although the world in which marketers are operating is changing quickly, the reports they are using to make decisions are not. One of a marketing report’s most important functions is the link between revenue and the campaigns responsible for generating that revenue. Measuring the results of [...]
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New Paradigm: The 4As of Inbound Marketing


All marketers know about the 4Ps (Price, Product, Promotion and Place) of marketing. Those pillars have been around forever.  We learned about the subject in college as much as we learned about the importance of late night pizza, fake IDs and spring break fun. While the 4Ps still hold true for traditional marketing, the adoption of marketing automation has brought on a ... Read More »

Measuring Upsell/Cross-sell Success: The Customer Expansion Model

Do you know the impact marketing has on upsell/cross-sell business at your organization? Our recently arrived Vistaprint swag order nudged me to write about the importance of analyzing cross-sell and upsell business. Vistaprint is a master of the cross-sell model for B2C. Heck, we purchased about 25% more marketing SWAG than we thought we would. Do you want that mug ... Read More »